Amanda Atoyebi

Leads a commerce-first strategy consultancy practice shaping how CPG brands think about growth, relevance, and retail in an increasingly fragmented shopper landscape. Sets the firm's strategic point of view and translate emerging cultural, consumer, and commerce signals into actionable frameworks that guide brand and retail decisions. Serves as a senior strategic advisor to clients while driving new business, partnerships, and the ongoing evolution of Red Thread's intellectual capital.

• • Defines and champion Red Thread's thought leadership across CPG and commerce, developing proprietary frameworks, narratives, and perspectives that inform client work, pitches, and industry dialogue.

• • Leads high-impact strategy engagements spanning shopper insight, occasion mapping, portfolio and channel strategy, and go-to-market planning across major retailers and platforms.

• • Drives agency growth through new business development, speaking, and POV led content that positions Red Thread as a trusted strategic partner.

• • Partners closely with creative, analytics, and retail partners to ensure strategy translates into work that performs in real-world commerce environments.

Set the strategic vision across priority accounts, leading insight-driven ideation and narrative development while owning delivery against internal growth, talent, and performance objectives. Played a central role in new business development, shaping strategy that helps won new accounts and expand existing partnerships. Built, hired, and mentored high-performing strategy teams while orchestrating insight-fueled creative briefings

• • Led CPG and commerce strategy across a portfolio of brands and retailers, translating consumer, shopper, and category insights into clear strategic narratives that drove in-store, online, and omnichannel impact.

• • Fueled agency growth by shaping commerce-led new business pitches, identifying whitespace opportunities across retailers and occasions, and expanding existing CPG partnerships through performance-driven strategy.

• • Built and scaled a high-performing strategy function by hiring and mentoring talent, setting standards for insight quality and retail relevance, and strengthening collaboration with creative, analytics, and business leadership.

Leader of strategy ideation and articulation across key accounts while responsible for meeting internal goals and objectives through client-driven initiatives. Driver of creative briefings through insight-fueled strategy. Partner and leader to both Business Leadership and Creative teams while collectively growing the commerce solutions business.

• ● Actively generates new business through RFP-specific pitch work. Wins include Kellogg's Canada, Impossible Foods and Shoe Carnival.

• ● Responsible for growing retained business; increased key client commitment to and investment into strategy by $450K in January 2023.

• ● Developer of tools that strengthen strategic offerings. Main architect behind Momentum's "Missed Shopper" conversion tool which has been named the agency's most provocative shopper tool to date.

• ● Mentors, trains, and develops new hires on both the Strategy and Account teams. Responsible for helping develop critical thinking skills and familiarize new hires with agency structure and processes. Managed a team of 3.